Pop Mart to Host 'Hirono' Pop-Up at Musinsa Store Seongsu

*This content was translated by AI.

Global pop culture and entertainment brand Pop Mart (POP MART) is launching a pop-up event at Seongsu-dong with its rising IP 'Hirono (HIRONO)', breaking the boundaries between art and fashion.

Pop Mart announced on the 20th that it will operate a pop-up store centered on 'Hirono' at 'Musinsa Store Seongsu' from April 24 to May 10.

Hirono is a character who is introverted yet possesses a deep inner world, characterized by a warm nature that expresses sincere emotions, albeit clumsily, and delicately reads the emotions of others. This pop-up is filled with visuals directly conceived by the original artist of Hirono, 'Lang (Lang)', and aims to be more than just a store—it aspires to be an artistic space. With a large-scale Hirono sculpture embodying the artist's philosophy and a fountain creating a mysterious atmosphere, the space is decorated with mise-en-scène that feels like stepping into a giant installation art piece. Visitors can experience Hirono's worldview throughout the space and enjoy a journey of immersing themselves in emotions in their own unique ways.

Notably, this pop-up is held ahead of the opening of the first-ever 'Hirono Regular Store' in Korea, allowing visitors to be the first to encounter a vast LINEup of apparel, home decor, jewelry, art toys, and doll keychains that will be available at the regular store. Among the diverse LINEup, the most eye-catching highlight is the unveiling of the 'Hirono Apparel LINE', which Pop Mart is presenting for the first time. This is expected to be a crucial turning point for Pop Mart as it leaps beyond the art toy sector to become a global lifestyle and fashion brand.

To commemorate the pop-up opening, 'Lang (Lang)', the original artist of Hirono, will hold their first signing event in Korea. A fan signing session will be held at the pop-up venue where fans can meet and interact directly with domestic fans, offering a special opportunity to hear the deep philosophy of Hirono directly from the creator's voice.

A Pop Mart representative stated, "This Hirono pop-up is an important opportunity to experience in advance the identity of the official Hirono Regular Store that will open soon," and added, "We hope you fully experience the emotional comfort and artistic value conveyed by Hirono alongside the Hirono artist, and try out the new lifestyle proposed by Pop Mart."

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*This content was translated by AI.